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系統識別號 U0026-1808201413360600
論文名稱(中文) 影響消費者甜點購買意願的關鍵因素研究
論文名稱(英文) Critical Factors on Consumers' Intention of Purchasing Desserts: An Empirical Study
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 102
學期 2
出版年 103
研究生(中文) 劉欣怡
研究生(英文) Shin-Yi Liu
學號 RA7981254
學位類別 碩士
語文別 英文
論文頁數 72頁
口試委員 指導教授-林建江
口試委員-高如妃
召集委員-王鈿
中文關鍵字 口碑  知覺價值  商店形象  產品包裝  購買意願  甜點 
英文關鍵字 Word of mouth  Perceived value  Store image  Product packaging  Purchase intention  Desserts 
學科別分類
中文摘要 隨著生活習慣的西化以及美食雜誌的推波助瀾,曾幾何時,甜點被塑造為奢華的表徵,獨立為一種商業模式的主力產品,近年來,台灣的街頭與百貨公司,隨處可見極具特色的手工蛋糕與甜點專賣店。從中不難發現整個甜點產業已隨著人們生活的改變與經營行銷模式的創新,使這個美味的產業愈來愈蓬勃發展,甚至遍及到海外各地。
台灣人接受甜點的趨勢,已逐漸成為人們生活的一部份,甜點可視為是富裕後人們生活形式的展現,也逐漸成為人際間的一種溝通管道。隨著愈來愈多的美食部落格和BBS的推波助瀾之下,美食經驗和感受隨著彼此分享的口碑效應發酵,加上甜點的繁複與精緻,讓甜點本身充滿著誘人的魅力,成為人們生活中不可缺少的美味因子。
由於過去鮮少研究探討甜點市場之消費現象,本研究將以行銷角度切入進行消費者購買意願研究分析,並輔以口碑、知覺價值、商店形象、產品包裝四個變數,探討對於消費者對於甜點的購買意願之間的關係,共回收367份有效樣本。研究結果發現:口碑、知覺價值、商店形象、產品包裝對於消費者在購買甜點時皆有正面的影響。
英文摘要 In recent years, special hand-made cake and dessert shops are everywhere along the streets and department stores in Taiwan. Dessert that was once regarded as a symbol of luxury has become as a mainstream product of business pattern. Dessert has gradually become a part of people's daily lives, and an expression of an affluent lifestyle. It smoothes the communication demands better, thus dessert has become the interpersonal communication channel in Taiwan.
Since there have been rare studies exploring the consumption phenomenon in the dessert market, the objective of the study is to identify the critical factors on consumers’ purchase intention in the dessert market. Based on the results of the 367 valid questionnaires, the current study concluded that word of mouth, perceived value, store image, and product packaging have positive effects on customers’ intention of purchasing desserts. Practical implications as well as theoretical contributions are provided at the end of this study.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Purposes and Objective. 3
1.3 Research Flow. 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Desserts. 5
2.1.1 The Origin and Definition of Desserts. 6
2.1.2 Categories of Desserts. 7
2.1.3 The Development of Dessert Industry in Taiwan. 10
2.2 Word of Mouth. 12
2.2.1 Definition of Word of Mouth. 12
2.2.2 Componments of Word of Mouth. 14
2.2.3 Relationship among Word of Mouth, Perceived Value and Purchase Intention. 16
2.3 Perceived Value. 17
2.3.1 Definition of Perceived Value. 17
2.3.2 Measurement of Perceived Value. 19
2.3.3 Relationship between Perceived Value and Purchase Intention. 24
2.4 Store Image. 24
2.4.1 Definition of Store Image. 24
2.4.2 Dimensions of Store Image. 26
2.4.3 Relationship between Store Image and Purchase Intention. 29
2.5 Product Packaging. 29
2.5.1 Definition of Product Packaging. 29
2.5.2 Dimensions of Product Packaging. 31
2.5.3 Relationship between Product Packaging and Purchase Intention. 32
2.6 Purchase Intention. 33
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 34
3.1 Research Framework 34
3.2 Hypotheses to be Tested. 35
3.3 Questionnaire Design. 35
3.3.1 Word of Mouth. 36
3.3.2 Perceived Value. 37
3.3.3 Store Image. 38
3.3.4 Product Packaging. 39
3.3.5 Purchase Intention. 39
3.3.6 Demographics Variables. 40
3.4 Sampling Plan and Data Collection. 40
3.5 Data Analysis. 40
3.5.1 Descriptive Statistics. 41
3.5.2 Reliability Test. 41
3.5.3 Multiple Regression Analysis. 42
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Sample Analysis. 43
4.2 Descriptive Analysis. 43
4.2.1 Descriptive Analysis of Sample. 44
4.2.2 Descriptive Analysis of Variables. 47
4.3 Reliability Test. 50
4.4 Multiple Regression Analysis. 51
4.5 Hypothesis Results. 57
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 58
5.1 Research Discussion and Conclusions. 58
5.2 Research Limitation and Suggestions. 61
REFERENCES 63
APPENDICES 69
Appendix 1: Questionnaire 69
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